Pam Forbus (Pernod Ricard North America) | Data is the Key to Being Consumer- Centric
The CMO Podcast
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Are You Making Decisions Based on Consumer Data?
If you say you are a consumer centric, you better be making decisions based on consumer data. We all have been in those situations where we kind of ignored the data and went with what we thought was the right thing to do. It's emotional. You get attached to these campaigns. I'm very attached to a few that we're working on right now that are having some mediocre results. But we're making that hard decision to move money to a different brand until we get that creative better and stronger. So that's the right things to do for the portfolio.
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